DONE AND DUSTED?

Has content consumption reached a tipping point? Let’s analyze the barely-talked-about aspect of content fatigue

- ANISHA GAKHAR

Everything comes with a shelf life—content being no exception. With too much being offered, at too little costs and too much accessibility—content, now, needs to stand the test of time. Has the world reached saturation when it comes to content consumption? Not really, I’d say. Though in some parts of the world, we seem to have reached the limit—video the following suit.

According to a 2019 Nielsen report, daily video consumption has reached a plateau. There has been an astronomical increase in the amount of content produced and posted online—in turn, instigating a shift in the consumer consumption pattern. Viewers spend close to 12 hours on media consumption—which may include more than just video, with video biting off a big chunk of around 6 hours—daily. With unlimited customised plans being offered for subscription, the subscriber base is rising by the day. The Boston Consulting Group stated that the OTT content market in India is ‘at an infection point.’ BCG then went on to describe the potential scope that the other OTT business models might have in this country, like that of SVOD (subscription-based platforms), AVOD (advertising-based platforms) and TVOD (transaction-based platforms).

In 2018, the revenue contribution of the Indian video OTT market was $500 million. A whopping 82% of the revenue was from AVOD, while the rest of the 18% was from SVOD and TVOD. However, by the end of 2023, this number is expected to increase tenfold. The Indian OTT market is expected to generate $5 billion in revenue by the end of 2023.